When spending money, Gen Y trusts classic sources

NEW YORK: A Ketchum study of teenagers released last week has revealed that Generation Y trusts traditional sources when it comes to making purchasing decisions.

NEW YORK: A Ketchum study of teenagers released last week has revealed that Generation Y trusts traditional sources when it comes to making purchasing decisions.

NEW YORK: A Ketchum study of teenagers released last week has

revealed that Generation Y trusts traditional sources when it comes to

making purchasing decisions.



The survey, conducted by the agency’s global brand marketing practice,

polled nearly 1,200 young people aged 14 to 18 in 27 countries via

face-to-face interviews.



While Generation Y is often described as more cynical than its forbears,

its members trust non-advertising media, friends and even parents more

than traditional advertising.



Non-advertising media was the second most-trusted source for purchases

of beauty, sports/fitness, car/bike, clothing, CD/computer game and

non-prescription health products. Friends were the most-trusted source

in nearly all product categories.



’Media reports could be the most direct and persuasive way to reach

teens,’ said Karen Strauss, a creative director in Ketchum’s NY

office.



The study also found that teens rarely view pop culture as a credible

source of information. TV news messages were deemed reliable ’most of

the time’ by 77% of those surveyed, and newspapers, radio, magazines and

Internet reports were all trusted more than advertising.



Predictably, responses varied by culture. European teens were the most

skeptical, US teens placed significant trust in celebrities and Asian

teens did not find endorsements as appealing.



And mom and dad still exert substantial power over their kids when it

comes to spending, with parents proving the top overall source of

information prior to purchasing.



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